(Source: https://pltfrm.com.cn)
Introduction
Promotional campaigns on Tmall are more than just discounted pricing—they are ecosystem-wide activations that influence search rankings, store traffic, and long-term customer retention. For overseas brands entering the Chinese market, mastering these promotional levers is critical. This article outlines the key elements of running a successful promotion on Tmall, from campaign design to full-funnel execution.
1. Structure Offers to Maximize Urgency and Basket Size
1.1 Layer Discounts with Tiered Incentives
Use a combination of storewide discount thresholds (e.g., ¥30 off every ¥300) and exclusive time-limited offers. Layered promotions encourage customers to spend more to unlock savings, particularly effective during peak sales festivals.
1.2 Offer Bundle Deals to Boost AOV
Tmall shoppers respond well to value-stacking offers. Bundle fast-moving items with accessories, trial sizes, or digital add-ons. For SaaS brands, this could mean combining software licenses with onboarding services or consultation slots.
2. Leverage Tmall’s Built-In Promotion Tools
2.1 Use ‘聚划算’ and ‘天天特卖’ Entry Points
These are Tmall’s high-traffic daily deals channels. Apply in advance to have your promotional products featured with extra visibility. Inclusion can increase CTR significantly during high-demand weeks like 618 and Double 12.
2.2 Utilize Store Coupons and Red Envelopes
Gamify the experience using red envelope campaigns (红包活动) during check-out or product browsing. Offering randomized coupons not only attracts more engagement but can also reduce cart abandonment.
3. Integrate Livestreaming Into the Campaign Funnel
3.1 Time Livestreams with Peak Traffic Windows
Schedule key livestreams during the first and last hours of promotional periods. These windows drive the most urgency. Anchor the session with product demos, limited-time coupon giveaways, and interactive polls.
3.2 Feature Local Hosts for Trust and Fluency
Use Chinese-speaking brand representatives or influencers to lead sessions. They can address common questions, offer real-time comparisons, and build confidence in the purchase decision—especially for tech or high-value products.
4. Prepare a Post-Campaign Retargeting Plan
4.1 Segment and Follow Up by Behavior
After the campaign ends, use Tmall’s CRM to retarget those who browsed but didn’t buy, as well as those who purchased. Offer next-step incentives like loyalty credits, referrals, or pre-order access for new SKUs.
4.2 Repackage Campaign Learnings Into Evergreen Assets
Top-performing banners, videos, or livestream replays should be embedded into your store homepage or reused for Baidu SEM landing pages. These elements help continue generating conversions beyond the campaign.
5. Case Study: U.S. Skincare Brand’s Strategic Launch on Tmall
A U.S. skincare brand launched its flagship Tmall store with a debut campaign during 618. They deployed layered promotions (including pre-order incentives), hosted a 3-hour livestream with a dermatology KOL, and ran retargeting ads across Alibaba’s ecosystem. Cart values increased by 72% compared to industry average, and the store reached Gold Merchant status within two months.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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